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E-ssential
Message # 030:
Don't be so negative about negativity.
In all the years I spent as a copywriter with the big ad agencies, nothing would drive me up the wall faster than when I had ad concepts shot down because they didn't conform to some marketing rule or formula the client 'knew'.
The most common rule they hauled out in meetings was the one that says you should never use a negative statement in a headline or a tagline.
You've heard that one, haven't you?
Maybe that's why, of the top global brands I researched, approximately just 10% use a negative phrase in their tagline.
American Express -- Don't leave home without it.
Citibank -- Because the Citi never sleeps.
And my favorite: Nobody doesn't like Sara Lee.
What were those companies thinking!!?? Don't they know the 'rule'?
On the other hand, try turning these phrases around so they're positive and see what drivel you end up with. The fact is, these are enduring and powerful phrases, and I applaud the people who had the confidence to approve them.
Now, don't get me wrong. I'm not suggesting that negative statements are categorically better than positive ones. Nor am I suggesting you break all the rules, all the time. What I am suggesting is that you get in the habit of evaluating your communications according to what really works for you and your business.
That's one reason why I created The Essential Message program -- to teach entrepreneurs, salespeople and emerging companies a customer-centric approach that makes all your communications more powerful.
And once you learn it, you can use it not just for your print, web and broadcast communications; you can use it to make your everyday, verbal conversations more powerful and compelling too.
The 'never-use-negative-statements' rule may be just one rule that is limiting the way you think about about your business and how you communicate its value. Are there any others?
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FYI
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If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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